CLIENTS ARE HARD TO WIN
AND EASY TO LOSE
Successful agencies are built on strong relationships with clients. But keeping clients happy by giving them what they say they want overlooks something critical to maintaining and growing agency business – the need to identify, create and communicate value.
This means truly understanding individual clients and knowing the difference between:
What they
want
Why they
want it
What they
value
What they need
When your team defaults to managing your clients like a project, it can be hard for the relationship or the business to flourish The first thing every client will notice going wrong is Client Service. Your clients may not be experts in judging the quality of what you do, but every client is an expert in judging whether their experience meets (or exceeds) their expectations, adds real value, and how it compares to others. And value is always defined by the client, not the agency. How does this show up? - When you’re spending more time fighting fires with unhappy clients than building relationships - When winning new business means running to stand still - When you’re the only one able to spot organic growth opportunities and feel the business potential of existing clients is never realized. - When your team relies on your instincts rather than their own.
Capability building
for agencies
Over 20 years as an agency leader growing multi-million-pound accounts, I developed and supported hundreds of team members on the skills, systems and behaviours that create long-term value in agency-client relationships. This led to:
-
Existing clients becoming the #1 driver of agency revenue growth
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One-off projects turning into multi-million pound agency of record accounts
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Account longevity becoming greatly extended with near zero ‘regrettable’ client losses
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Critical client relationships being turned around after they seemed destined to fail
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Record levels of client satisfaction
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Accelerated career progression of team members
I provide short, practical group training sessions and 1-2-1 coaching that turns your client relationships into your biggest competitive advantage by applying the commercial, psychological and philosophical principles needed to win in an AI-powered game.
I work with teams and leaders across creative, marketing, comms, healthcare and integrated agencies.
Learn where, why, and how AI can enhance client relationships and grow business
Individual and group learning through theory, practice and real-world examples
Practical application to your challenges using repeatable frameworks
Net Prompter Score > 90
Best for
new or at-risk accounts
Secure
Your Accounts
Keep hold of clients you don't want to lose
Seize every chance to build strong foundations and deepen the relationship.
Theory and practical application of how to go beyond service and retain accounts, avoid costly mistakes and immediately make a positive impact. Expert perspective on real-time client challenges.
☑ Psychographic understanding of clients and what they want from their agency
☑ Psychological understanding of self and how personal values inform approach to clients
☑ How to build profitable client relationships and prevent them from failing
☑ Client communications and minimum standards
☑ Concept of value and how to be a trusted advisor
☑ Using AI to personalize the client experience, add unique value and manage risk
☑ Pre-work and case studies
☑ Trademarked frameworks and templates
☑ Live problem-solving for real-life challenges
3 x 90-minute sessions over 3 weeks, online or in-house.
Maximum 10 participants.
Reduced price and flexible scheduling for single-agency teams.
Best for
quick wins
Grow Through Value
Create accounts that grow by themselves
Never miss an opportunity to grow the business by providing real value to clients.
How to identify, create and communicate value, turn client challenges into opportunities and make the most from accounts and relationships. Expert input on real-time growth opportunities.
☑ Behavioural economics of identifying, selling and delivering value
☑ Psychology of proposal generation, price negotiation and presentation
☑ Value-based vs. time & material pricing
☑ Unlocking the power of being curious
☑ Mental model frameworks
for turning client challenges into opportunities
☑ Using AI to spot and convert growth opportunities using value-based proposals and pricing options
☑ Work-up tailored proposal
with expert input
☑ Pre-work and case studies
☑ Trademarked frameworks and templates
☑ Live problem-solving for real-life challenges
3 x 120-minute sessions over 3 weeks, online or in-house.
Maximum 8 participants.
Reduced price and flexible scheduling for single-agency teams.
Best for
long-term success
Multiply Long-term Potential
Push the boundaries of your team's capabilities
Ensure future success is driven by a fully capable team not just agency leaders.
Including 'Secure your Accounts' and 'Grow through Value', plus expert consultancy to plan, create and develop long-term opportunities that would otherwise get overlooked.
☑ Theory and application from 'Secure your Accounts'
☑ Theory and application from 'Grow through Value'
☑ Co-created client and account growth plans including situation analysis and expert review
☑ Multiple touch-points over several months
☑ Personalized 1-2-1 coaching for maximum impact
☑ Pre-work and case studies
☑ Trademarked templates and frameworks
☑ Live problem-solving for real-life challenges
4 x half-day sessions over 3 months.
Maximum 8 participants.
For single-agency teams.
A partner as well as a trainer
Coaching and mentoring
1-2-1 guidance or group support for account handlers with high potential but who lack development time with experienced leaders. Tailored to unique career, professional and client development challenges. Effectively apply and embed the knowledge gained from structured training and transform good into great.
Consultancy
Fractional Chief Client Officer support, help for newly-appointed Heads of Client Service and bespoke consultancy for specific client growth or team development challenges. Minimize demands on internal resources and leverage external expertise where a full-time hire can't be justified.
Who can benefit most?
Rising star Account Managers and Account Directors who deliver great work and are ready to turbo-charge their career and be recognized for account growth success.
Project Managers, Strategists, Planners, Writers and Freelancers who have mastered essential delivery skills and know that client relationships are the key to taking their career further.
Client Service Directors and Account Leads with responsibility for growing and retaining business who want to be driving future success for their agency and themselves.
Team and Agency Leaders who want to turn good performers into great client partners, maximize the potential of their team and grow their business effortlessly.
The gains from investing are a fraction of the cost
Practical, results-driven training removes friction and unlocks momentum. A modest investment can trigger compounding returns: stronger client relationships, increased retention and the kind of performance that fuels long-term growth. When your team knows how to deliver real value, your agency doesn’t just move –
it accelerates.
A skilled client handler can create a strategic client-agency relationship worth millions in revenue without pitching, not to mention the cost saving of problems solved or avoided. Even more if the cost of losing an account is also factored in.
It takes years to learn on the job | Hybrid working is a barrier to passive learning | Even the best team members have blind spots
Realize the Potential of Your Client Relationships
A skilled client handler can create a strategic client-agency relationship worth millions in revenue without pitching, not to mention the cost saving of problems solved or avoided. Even more if the cost of losing an account is also factored in.